American Marketing Association

It's getting closer to winter, and all of a sudden you need a new HVAC system that'll cost $5,000. You've got the money in a savings account. Will you spend that money, or pay with a high-interest credit card instead? According ...

Your current printer prints only twenty pages per minute. Wanting to save time, you buy a new printer that prints fifty pages per minute. But do you really save time? Probably not, says a new study in the Journal of Marketing ...

We all pursue goals. It stands to reason that we meet our goals better when we pursue them consciously. But is that really the case? Perhaps not, according to a forthcoming study in the Journal of Marketing Research. As the ...

Suppose there were signs in a restaurant bathroom telling customers that they must wash their hands. Would customers obey them? It really depends on the tone of the sign and whether the message praises or scolds, says a forthcoming ...

Are you are one of the many consumers who prefer domestic to foreign products, even when the domestic products are lower in quality and cost more? Why is that? As a new study in the Journal of International Marketing explains, ...

When Toyota or Chrysler recalls one of its models, the news spreads all over social media, with most consumers bad-mouthing the recalled model. But it turns out that the bad-mouthing is not limited to the offending vehicles. ...

If you read a report whose message was that people consume too much, would you then be likely to curb your own consumption? In some cases yes, says a new study in the Journal of Public Policy & Marketing. According to the ...

Feeling less satisfied with the businesses you patronize? It might be because those businesses are in a lot of debt. According to a new study in the Journal of Marketing, a company that has a lot of financial leverage—that ...

You can resist buying a candy bar while you're waiting in the checkout line at the grocery store—but you'll buy any pair of shoes that are on sale. Your best friend, in contrast, wouldn't dream of buying a pair of shoes ...

When two companies form a marketing alliance, investors always herald that as good news and send the companies' stock prices sky high, right? Well, maybe not. As a new study in the Journal of Marketing shows, marketing alliances ...

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